The headquarters of the National Action Party (PAN) seems full of packages with t-shirts, caps and garments printed with the new logo of the political group. The right-wing organization captured the public’s attention a month ago with a relaunch that included a makeover and an ambitious marketing campaign that seeks to reposition the party in Mexico, a country dominated by Morena, the ruling party. Jorge Romero (Mexico City, 46 years old), leader of the blue and white national team for a year, is the architect of the turning point which, between errors and successes, has brought the game back to the headlines. “The country has turned to us like never before,” he says in an interview with EL PAÍS.
The flag with the new logo is flying in Romero’s office, which will not appear on the ballot paper because the old coat of arms will be retained on election day. The results achieved in a month make him proud. It maintains the break with the PRI and closes the door that had previously hit the centrist Citizens’ Movement (MC); which excluded joining the intermediate ones in 2027. “By 2027, alliances with the political leadership yes, coalitions no”, he clarifies. The party, which will hold its National Assembly next Saturday, November 29, will move from marriage to free union. Coalitions imply formal agreements, rights, obligations before the electoral authority, united logos on the ballot papers, while alliances do not.
The list of PAN presidential candidates for 2030 is extensive. Among all the names, that of the entrepreneur Ricardo Salinas Pliego stands out, the tycoon who waged a battle against Morena and Claudia Sheinbaum’s government to negotiate a debt with the treasury. Romero winks without filters: “If he is encouraged, advances and we see that he grows in spirit, obviously we don’t rule him out,” says the leader.
Ask. How did the relaunch go?
Answer. Very good. The country has turned to see us like never before. The parameters say that we have managed to be part of the national agenda. We didn’t just change the logo; It is more than an aesthetic modernization, it is the result of a year of self-criticism. A new national and party strategy.
Q. There are leaders and militants of the PAN who assure that the base was not consulted on the relaunch and all that it entails. Who or who built it?
R. At all. It was a year of listening, not only to the party bases across the country; We listen to people who are not PAN members, which is who we want to reach. The relaunch had successes and errors. From having mistakes to doing nothing, I prefer mistakes.
Q. What errors?
R. Something very important in this relaunch is the advertising package. Being in the minutes of the cinema, in the spectacular shows, in the subway, in the underbridges. There are suppliers with whom we already had a contract, they are starting to deny us. In the Mexico City subway they told us: “You won’t be able to enter here.” It wasn’t expected. They are decisions of a Morena Government. Furthermore, we did not explain that the relaunch is the first step of many, which will end in 2026 with the presentation of an alternative national project.
Q. Is the end of the alliances and coalitions with the PRI and the Citizens’ Movement definitive by 2027?
R. Today we see both of them very difficult. I can’t talk beyond 2027. After 2030 I don’t know. We don’t see that in this leadership. You will never hear me speak badly of the other person who was offended by this ad. In the PAN we understand ourselves as opposition to a regime; We cannot hit each other between opponents. We must understand that if each side of the opposition strives to conquer its own markets, the entire opposition will grow. There are people who don’t understand it.
Q. In the 17 states do they go to the governorships alone?
R. There will be a million surprises. The alliances we will see are with the most important leaders of each entity.
Q. Can they be from the PRI or the MC?
R. From any party or from none, as long as we have an affinity. We are ready to form an alliance with all royal leaderships. Personal alliances with leadership yes, coalitions no.
Q. Are you planning how much you can earn in 2027?
R. I don’t give a number because it would automatically become the rule. We have our feet on the ground: will we fight for the 300 districts? Clear. The party in power will have the surprise of its life. Not for La Barredora, not for Vector, not even for huachicol, not for all the things that accumulate. It is because of the arrogance and arrogance of the ruling party. They say it in the cafés: “the election is a procedure, the fight is the candidacy for Morena”. Let them work like cicadas and us like ants; In silence we seem more beautiful and we will continue like this. Let them continue to rest on their laurels; This causes the fall of regimes.
Q. Is the PAN betting on the division of Morena?
R. We don’t play, we just eat popcorn. We know this will be a hyperfactor for 2027.
Q. How will you ensure that bad practices do not occur in candidate selection?
R. 200,000 calluses were walked on, that’s why it took me a year. In a party, if you don’t arrive with a political agreement, with consensus, and you announce that (the relaunch), the room empties. The reforms of the statutes are about to be released; It’s not just the leaders, there are 5,000 delegates. There is very powerful leadership in many entities where there was resistance. I explained to them: if we continue with the model that the PAN has had for 20 years, we will continue to shrink. Nominations cannot be for the most faithful, even if no one knows them. I tell them 20 months in advance so they can get to work.
Q. How many militants do you hope to add between now and the INE’s review of the registers?
R. We are trying to double what we are today, just over 300,000. A month to now we have been halfway to doubling. The PAN will never be a mass party. The minimum target is 600,000.
Q. Does the PAN already have a prospectus for presidential candidates for 2030?
R. Maru Campos in Chihuahua, Libia García in Guanajuato, Tere Jiménez in Aguascalientes, Mauricio Kuri in Querétaro. The whole country knows Ricardo Anaya, he was already a candidate for president. There is a great former governor, Mauricio Vila. If Margarita Zavala raised her hand, but it is absolutely clear that yes. We have many profiles and we don’t close ourselves off to strangers.
Q. Among those not registered with the PAN, who do you consider?
R. I see Ricardo Salinas Pliego with perfect clarity. If he is encouraged, advances and we see him grow in spirit, we obviously don’t rule him out. We don’t exclude anyone.
Q. What mistakes has the PAN made in recent years?
R. It was without intention. I take credit for myself. The main mistake was shutting down the decisions, there were very few people making all the decisions and it ended badly.
Q. Did the real estate cartel add any downside to the party?
R. I measured it. It doesn’t even reach 5% of the population’s knowledge nationwide. The head of state refers to me every other day and every other day; I’m tired of answering him. They will never translate it into anything. Do you think I’d be here if there was something?
Q. Will former presidents Felipe Calderón and Vicente Fox attend the National Assembly?
R. I talked to them a lot. You are both invited. With Don Vicente it’s a matter of agenda. With Felipe Calderón he doesn’t offend me when he tells me: “Jorge, if what you say is true, this is the right path for the party, but let’s see if it happens.” It’s a logical and valid question. Former president Felipe Calderón will always be invited.
Q. Is Jorge Romero interested in running for president?
R. No. I consider it absolutely incompatible to want to be a technical director and a striker. It’s not good, it shouldn’t be.
Q. Is there dialogue with Alejandro Moreno or has it broken with the announcement?
R. We have been without communication for a year. He decided to have the reaction he had, I think it was unjustified. Once you decide to say something publicly, you can’t go back. He is as he is and I am as I am.
